Warner Song Canada and Warner Song India start the most predominant-of-its-style joint enterprise, launching 91 North Records to enhance artists of South Asian heritage.
Warner Song Canada and Warner Song India unite to start 91 North Records, a novel joint enterprise geared toward supporting artists of South Asian heritage. Helmed by artist and producer Ikwinder “Ikky” Singh (pictured left) as Ingenious Director, 91 North Records’ first signings are Karan Aujla (pictured middle) and Jonita Gandhi (pictured true.)
Already making waves in the enterprise, Ikky racked up over two billion worldwide streams with hits care for Shubh’s “Baller,” Diljit Dosanjh’s “Chauffeur,” and Sidhu Moose Wala’s “Bambiha Bole.” Ikky launched his have label, 4N Records, in partnership with Warner Song and Coalition Song in 2021.
Canadian-essentially based mostly Punjabi stars Karan Aujla and Jonita Gandhi are the most predominant artists to put beneath the newly-formed 91 North Records. Each artists will work intently with Ikky and A&R Director Charlie B.
Over the closing five years, Karan has grow to be no doubt one of many most prominent artists in the scene, with his first main hit, “Don’t Anguish,” in 2018. He’s obtained nearly three billion views on YouTube and carried out over one billion audio streams with eight million followers at some stage in his social media channels. His most as a lot as date album, “Making Memories,” dropped closing Friday.
91 North Records references each worldwide locations in its name, with a nod to India’s nation code and Canada’s geographical blueprint, with a stamp impressed by India’s nationwide flower, the lotus. The label held a start occasion at Warner Song Canada’s workplaces in Toronto on Tuesday, August 22.
“I’ve repeatedly been angry about the integration of Indian and Western sounds into culturally impactful, modern tune,” says Ikky. “91 North Records exists to raise artists pursuing this fusion. Punjabi and South Asian tune already compete worldwide, and I’m overjoyed to collaborate with emerging talents, showcasing and amplifying what they wish to supply. That is now not any experiment; it’s the future.”
“We’re so angry by the start of 91 North Records. This enterprise now not finest celebrates the musical styles of artists with South Asian heritage however also leverages the market skill of uniting two obvious fan bases to raise this tune to the worldwide stage,” provides Jay Mehta, Managing Director at Warner Song India. “That is with out problems going to be a game-changer initiative for artists who will now contain worldwide increase from A&R, advertising, collaborations, and more.”
“91 North Records is devoted to celebrating and amplifying Indian culture. There might per chance be an perfect unique period of skill rising, influenced by their South Asian heritage, and we want to have obvious these artists are represented each right here and around the area,” says Kristen Burke, President of Warner Song Canada. “This unique enterprise allows artists to be essentially legitimate, and our worldwide network presents us the alternative to showcase their culture on a worldwide stage.”
Alfonso Perez-Soto, President of Emerging Markets at Warner Song, concludes: “Punjabi tune is currently going via a shiny evolution, having been supported by multicultural Canada, (and) is now remodeling from a regional and diaspora-essentially based mostly model accurate into a worldwide power. This dispute is thanks to outstanding manufacturing and artistry from the likes of Ikky and the ambition and thought from Jay, Kristen, and the groups at WM India and WM Canada.
“91 North Records will act as the a must contain bridge between East and West, uniting skill, cultures, and suggestions and cementing a motion that’s right here to protect. At Warner Song, we are able to continue to champion initiatives care for this for the care for of tune, artists, and fans alike.”
Practically 2.6 million other folks of South Asian heritage are residing in Canada, and a novel period of artists from these communities is initiating to drastically affect the tune scene in the nation and internationally. A grand musical connection exists between the South Asian diaspora in Canada and the subcontinent: three of the Top 10 tracks in India in 2022 contain been by Punjabi-Canadian artists, essentially based mostly on data from IFPI.
